Business Markets and
Business Buyer Behavior
Chapter 6
Definition
Business Buyer Behavior:
 The buying behavior of organizations that buy
goods and services for use in the production of
other products and services that are sold, rented,
or supplied to others.
 Also included are retailing and wholesaling firms
that acquire goods for the purpose of reselling or
renting them to others at a profit.
6-1
Goal 1: Define the business market
Characteristics of
Business Markets
 Sales in the business market far exceed sales
in consumer markets.
 Business markets differ from consumer
markets in many ways.
• Marketing structure and demand
• Nature of the buying unit
• Types of decisions and the decision process
6-2
Goal 1: Define the business market
Business Markets
Characteristics
Marketing Structure
and Demand
Nature of the
Buying Unit
Types of Decisions and
the Decision Process
Compared to
consumer markets:
 Business markets
• have fewer but larger
customers
 Business customers
• are more
geographically
concentrated
 Demand is different
• Demand is derived
• Demand is price
inelastic
• Demand fluctuates
more
Goal 1: Define the business market
6-3
Business Markets
Characteristics
Marketing Structure
and Demand
Nature of the
Buying Unit
Types of Decisions and
the Decision Process
Compared to consumer
purchases:
 Involve more buyers in
the decision process
 More professional
purchasing effort
6-4
Goal 1: Define the business market
Business Markets
Characteristics
Marketing Structure
and Demand
Nature of the
Buying Unit
Types of Decisions and
the Decision Process
Compared to consumer
purchases
 More complex buying
decisions
 The buying process is
more formalized
 Buyers and sellers work
more closely together and
build long-term
relationships
6-5
Goal 1: Define the business market
Business Buyer Behavior
Major Types of Buying Situations
 Straight rebuy
• Reordering without modification
 Modified rebuy
• Requires modification to prior purchase
 New task
• First-time purchase
6-6
Goal 1: Define the business market
Business Buyer Behavior
Systems Selling
 Buying a packaged solution to a
problem from a single seller.
 Often a key marketing strategy for
businesses seeking to win and hold
accounts.
6-7
Goal 1: Define the business market
Business Buyer Behavior
Buying Center
 The decision-making unit of a buying
organization
 Includes all individuals and units
that participate in the decision
making
6-8
Goal 1: Define the business market
Business Buyer Behavior
Members of the Buying Center
Users
Buyers
Influencers
Deciders
Gatekeepers
6-9
Goal 1: Define the business market
Major Influences on
Business Buyers
Key Factors
Environmental
Organizational
Interpersonal
Individual
Economic trends
Supply conditions
Technological, political
and competitive
changes
Culture and customs
6 - 10
Goal 2: Identify the major factors that influence business buyer behavior
Major Influences on
Business Buyers
Key Factors
Environmental
Organizational
Interpersonal
Individual
Objectives
Policies
Procedures
Organizational
structure
Systems
6 - 11
Goal 2: Identify the major factors that influence business buyer behavior
Major Influences on
Business Buyers
Key Factors
Environmental
Organizational
Interpersonal
Individual
Influence of
members in the
buying center




Authority
Status
Empathy
Persuasiveness
6 - 12
Goal 2: Identify the major factors that influence business buyer behavior
Major Influences on
Business Buyers
Key Factors
Environmental
Organizational
Interpersonal
Individual
Personal characteristics of
members in the buying
center






Age and income
Education
Job position
Personality
Risk attitudes
Buying styles
6 - 13
Goal 2: Identify the major factors that influence business buyer behavior
Stages in the Business
Buying Process
Stage 1: Problem Recognition
Stage 2: General Need Description
Stage 3: Product Specification
 Value analysis helps to reduce costs
Stage 4: Supplier Search
 Supplier development
6 - 14
Goal 3: List and define the steps in the business buying decision process
Stages in the Business
Buying Process
Stage 5: Proposal Solicitation
Stage 6: Supplier Selection
Stage 7: Order-Routine
Specification
 Blanket contracts are often used for
maintenance, repair and operating
items.
Stage 8: Performance Review
6 - 15
Goal 3: List and define the steps in the business buying decision process
Business Buying
on the Internet
 E-procurement is growing rapidly
 Online auctions and online trading
exchanges (e-marketplaces) account for
much of the online purchasing activity
 E-procurement offers many benefits:
• Access to new suppliers
• Lower purchasing costs
• Quicker order processing and delivery
6 - 16
Goal 3: List and define the steps in the business buying decision process
Institutional and
Government Markets
Institutional Markets
 Consist of churches, schools,
prisons, hospitals, nursing homes
and other institutions that provide
goods and services to people in their
care.
6 - 17
Goal 4: Compare the institutional and government markets
Institutional and
Government Markets
Institutional Markets
 Often characterized by low budgets
and captive patrons.
 Marketers may develop separate
divisions and marketing mixes to
service institutional markets.
6 - 18
Goal 4: Compare the institutional and government markets